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Definition
| the application of the scientific method in searching for the truth about marketing phenomena. These activities include defining marketing opportunities and problems, generating and evaluating marketing ideas, monitoring performance, and understandng the marketing process. |
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| applied marketing research |
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Definition
| facilitate managerial decision making; research conducted to address a specific marketing decision for a specific firm or organization; identifying exactly what issue a business needs to address. (Market Research) |
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| basic (pure) marketing research |
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Definition
| research conducted without a specific decision in mind that usually does not address the needs of a specific organization. it attempts to expand the limits of marketing knowledge of theories and concepts in general and is not aimed at solving a particular pragmatic problem. |
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| describes a firm that prioritizes decision making in a way that emphasizes technical superiority in the product. |
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| describes a firm that prioritizes efficiency and effectieness of the production process in making decisions. large firms manufacturing products in high quantities. Drives down costs. |
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Definition
a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than physical product or production process.
When a firm adapts the marketing concept, it develops marketing orientation: it emphasizes customer orientation, long-term profitability over short-term profits, and a cross-functional perspective. |
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Definition
| describes a firms in which all decisions are made with a conscious awareness of their effect on the consumer. |
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| communicates the idea that a major goal of marketing is to build long-term relationships with customers contributing to the firm's success. |
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| philosophy that that has much in common with the marketing concept. It embodies the belief that the management process must focus on integrating customer-driven quality throughout the organization. |
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Definition
| refers to information describing the demographic profile of consumers in a particular geographic region. |
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| integrated marketing communication |
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Definition
| all promotional efforts (advertising, public relations, personal selling, event marketing, should be coordinated to communicate a consistent image |
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Definition
the effects of various combinations of marketing-mix elements on important outcomes, like sales and image.
*customer-oriented---geared towards delivering a single message. |
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Definition
| the management and monitoring the entire process by which consumers receive benefits from a company |
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| performance monitoring management |
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Definition
| refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity. Ex: market share anaylsis and sales analysis |
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Term
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Definition
| quantitative ways of monitoring and measuring marketing performance. Allows firms to access ROI, |
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Term
| the determination of the need for marketing research centers on..(4) |
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Definition
1. time constraints
2. the availability of data
3. the nature of the decision to be made
4. the value of the research info in relation to cost |
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Definition
| To verify that the empirical findings from one culture also existsand behave similarly in another culture. |
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Term
| The development and implementation of a marketing strategy consists of four stages: |
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Definition
1. identifying and evaluating opportunities
2. analyzing market segments and selecting target markets
3. planning and implementing a marketing mix that will provide value to customers and meet the objectives of the organization
4. analyzing firm performance |
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Term
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Definition
| facts or recorded measures of certain phenomena (things). |
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Definition
| data formatted (structured) to support decision making or define the relationship between two facts. |
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Definition
| the subset of data and information that actually have some explanatory power enabling effective decisions to be made. |
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Term
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Definition
1.Relevance- reflecting how pertinent those particular facts are to the situation at hand
2.Data quality- the degree to which data represent the true situation. High quality are accurate, valid, and reliable.
3.Timeliness- means hat the data are current enough to still be relevant.
4.Completeness- having right amount of information. |
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Definition
| A blend of previous experience, insight, and data that forms organizational memory; help create solutions to strategic and tactical problems; key resource and potential competitive advantage. |
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Term
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Definition
| is the process of creating an inclusive, comprehensive, easily accessible organizational memory, which can be called the organization's intellectual capital. Knowledge is presented in a way that helps emloyees comprehend and act on that information and make better decisions in all areas of marketing mix. (particularly useful in new product development and introduction). |
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Term
| global information system |
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Definition
an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display info about the worldwide business activities.
DIAD
RFID tags |
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Term
| marketing research can be described by one of the four functions it serves in business: |
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Definition
+Foundational-what consumer segments should be served and with what types of products
+Testing-new product concepts/promotional ideas and their effectiveness
+Issues-how specific issues impact the firm
+Performance-monitors specific metrics including financial stats, profitability, delivery times. "what-if" analysis |
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Term
Decision support system
(DSS) |
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Definition
| a computer-based system that helps decision makers confront problems through direct interaction with databases and analytical software programs; to store data and transform them into organized information that is easily accessible. |
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Term
customer relationship management
(CRM)
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Definition
| Part of the DSS that addresses exchanges between firm and customers..sales data, market trends, marketing promotions and the way customers respond to them, customer preferences, and more. |
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Definition
| a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer |
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Definition
| the process allowing important day to day operational data to be stored and organized for simplified access. |
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Definition
| the multitiered computer storehouse of current and historical data |
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| proprietary marketing research |
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Definition
| the gathering of new data to investigate specific problems |
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Definition
| the accumulated records resulting from point of sale data recordings |
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Definition
| companies that put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. |
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Term
electronic data interchange
(EDI) |
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Definition
| type of exchange that occurs when one company's computer system is integrated with another company's system |
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Definition
| a system linking computerized data sources to statisical tools allowing more accurate forecasts of consumers' opinions and actions. |
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Term
| director of marketing research |
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Definition
| provides leadership in research efforts and integrates all staff-level research activities into one effort; plans, executes, and controls the firm's marketing research function. |
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Term
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Definition
| responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities. |
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Term
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Definition
| research employees who provide technical assistance with questionnaire design, data analyses, and similar activities |
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Term
| manager of decidion support systems |
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Definition
| employe who supervises the collection and anaylsis of sales, inventory, and other periodic CRM data |
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Term
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Definition
| employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast. |
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Term
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Definition
| serves as a link between management and research specialists; acts as a problem definer, an educator, a liaison, a communicator, and a friendly ear. |
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Definition
| the application of morals to behavior related to the exchange environment |
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Definition
| principles that reflect beliefs about what is ethical and what is unethical |
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Definition
| a situation in which one chooses from alternative courses of actions, each with different ethical implications |
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Definition
| reflects the degree to which one rejects moral standards in favor of the acceptability of some action. This way of thinking rejects absolute principles in favor of situation-based evaluations |
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| A term that reflects the degree to which one bases one's morality on moral standards; apply ethical principles in all ethical dilemmas. |
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Definition
| research untertaken to support a specific claim in a legal action or represent some advocacy group. Ex: a knock-off brand diminishes the value of a better name brand. |
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Term
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Definition
| a written expression of the key questons that a manager--or researcher--wishes to answer. Relevant, clear, and goal oriented. Main purpose for why research is being conducted. turn into one or more research objectives. hypothesis comes from these objectives |
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Term
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Definition
| occurs when there is a difference between the current conditions and a more preferable set of conditions |
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Term
| using a problem-definition process |
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Definition
1.Understand the business situation--key symptoms
2.identify key problems (from symptoms)
3.write managerial decision statement and corresponding research objectives
4.determine the unit of analysis
5.Determine relevant variables
6. Write research questions and/or research hypothesis |
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Term
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Definition
| the gathering of background information to familiarize researchers and managers with the decision-making environment; the way of formally documenting the problem-definition process--often requires exploratory research. Begins with an interview between the researcher and management. |
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Term
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Definition
| asking multiple what, when, where, who, why and how questions. |
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Term
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Definition
| an interview technique that tries to draw deeper and more elaorate explanations from the discussion-->clarification, free form thinking, pause, contrast, meaning, what has changed? |
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Term
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Definition
anything that varies or changes from one instance to another; can exhibit differences in value, magnitude, strength, or direction.
**Either observed or manipulated. |
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Term
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Definition
| something that does not change. Useful in causal experiments to make sure that some potential variable is actually held constant while studying the cause and effect between two other variables. |
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Term
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Definition
| is one that can take on a range of values that correspond systematically to some quantitative amount. survey of ones opinion (Airline) survey research usually produces responses with finite range of scale values. |
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Term
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Definition
| one that indicates membership in some group; aka classificatory variable--take on only a small number of values (one, two, or three) or simply identify membership in a group (A, B, or C). Ex: male or female |
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Definition
| a process outcome or aa variable that is predicted and/or explained by other variables |
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Term
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Definition
| a variable that is expected to influence the dependent variable in some way |
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Term
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Definition
| express the research objectives in terms of questions that can be addressed by research. |
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Term
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Definition
| one that cannot take on all values within the limits of the variable. For example, responses to a five-point rating scale can only take on the values 1, 2, 3, 4, and 5. The variable cannot have the value 1.7 |
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Term
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Definition
| the process of defining and developing a decision statement and the steps involved in translating it into more precise research terminology, including set of research objectives. |
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Definition
| conducted not to gather marketing decision information but to bolster a point of view and satisfy other needs. |
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Term
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Definition
| telemarketing under guise of research |
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Term
human subjects review committee
or
IRB |
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Definition
| carefully reviews proposed research design to try to make sure that no harm can come to any research participant. |
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Term
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Definition
| methods in which respondents do not have to be disturbed for data to be gathered |
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